A global discussion about the impact of shopping culture on brand strategy, led by the strategic community of The Integer Group which is one of the world's largest and most renowned retail, promotions and shopper marketing agencies.

The Complex Shopper Study

The Complex Shopper™ II

The second Complex Shopper Research Study examines the nonlinear path of considered purchases and how it is impacted by sales associates. We took our combined learnings and uncovered three key points of tensions for shoppers — Complex Moments of Truth, when a considered purchase shopper may disconnect from the brand, the store and the buy.

Download the white paper to learn how each CMOT can affect your brand.

About The Power of Three: We all know about the First Moment of Truth (FMOT) — that point when shoppers interact with a brand at retail. Then there’s the Zero Moment of Truth (ZMOT) — when they first interact online. But now we want to introduce a third hot spot of interaction in the shopping experience: the Complex Moment of Truth (CMOT).

Complex Moments of Truth (CMOT) happen when a considered purchase shopper may disconnect from the brand, the retailer and the buy. In our second Complex Shopper research study, Integer examines how each CMOT can affect your considered purchase brand at retail.

The Complex Shopper™

Revealing the motivations that drive considered purchase decisions.

To some, shopping is a sport … a favorite pastime even. To others, it’s like running a gauntlet of overwhelming and terrifying decisions. The human emotions associated with shopping are amplified for considered purchases, or “big-ticket” buys.

The Integer Group’s The Complex Shopper is an annual study, conducted in partnership with Decision Analyst, which reveals the complex motivations that drive shoppers during a considered purchase decision, such as shopping for major appliances and automobiles. Not only does it uncover the reasons why they buy, it also identifies how they think about – and interact with – the chosen company after the purchase.

In addition, it unveils four profiles of shopper behaviors, from the nervous “Fretting Frugal” to the daring and sharing “Social Adventurer,” among others.

A Fretting Frugal finds big-ticket shopping about as enjoyable as a trip to the dentist. He’s nervous about making the wrong choice from the start, which only makes for a frustrating, unsatisfying shopping experience. The Frugal is price-conscious and easily overwhelmed, and these feelings lead to a delayed purchase or passing of the decision-making responsibility to someone else. “ “

Experience Lover

Shopping is a labor of love for the Experience Lover. She enjoys researching big-ticket items and makes things like reading reviews a prerequisite to the buy. Generally older and female, the Experience Lover is confident and takes great pride in her decisions. She values her relationship with particular brands and is more likely to make repeat purchases with the same company.

Social Adventurer

The Social Adventurer believes what you buy is a reflection of your style and personality. So she spends extra time researching to make sure she gets it right. The Social Adventurer is urban, more likely to be a person of ethnicity and upwardly mobile. She loves shopping and isn’t afraid to spend big. She takes to social media to connect with the brand and lets others know about her experience.

Passive Purchaser

Let’s get this over with is the best way to describe the Unconcerned shopper’s state of mind. This older, high-incoming-earning male wants his purchases quick and easy. He removes all emotion because the process is transactional and nothing more. He doesn’t waste time researching and he’s not loyal to a brand just because he spent a considerable amount of money with the company.